Mumbai: Farhan Akhtar, Bling and JWT recently tied up with EveryMedia Technologies Pvt. Ltd. for their social initiative M.A.R.D. The agency has come on board as the Social Media Partner. The term stands for Men Against Rape and Discrimination.

As part of this association, EveryMedia Technologies Pvt. Ltd. will handle the Social Media Campaign for M.A.R.D.. On 26th April, during the IPL6 match between Kolkata Knight Riders and Kings XI Punjab at Eden Gardens, Farhan Akhtar and Shaan performed to a Bengali poem written by Javed Akhtar exclusively for the initiative. 70,000 fake moustaches were distributed during the IPL 6 match in Kolkata, along with flyers with the poem printed on it.

Commenting on the association, Farhan Akhtar said, “Every morning that I flip through pages of the newspaper, I am reminded of how important it is to educate people today about something as simple as respecting a woman. Something as obvious as that now needs to be drilled in everyone’s heads. EveryMedia is a team of digital experts, and I am happy that they have come on board to help push the message across.”

Gautam Thakker, CEO, EveryMedia Technologies Pvt. Ltd. said, ““We are glad to be associated with M.A.R.D.. It has been an honour to be a part of the team reaching out to people with such a strong cause. It is imperative for us to make sure that people are made aware of the fact that everyone deserves to be treated with respect. There can be no two ways about it.”

The change brought about by this initiative won’t be immediate, but is hoped to be long term. The trio of Farhan Akhtar, Bling and JWT have been jointly driving the M.A.R.D. campaign, leaving no stone unturned in making the cause known.

Apart from supporting the initiative on Social Media, the fans of the Facebook page can also take a pledge online. They can also check out the moustache app on Facebook, coming soon. Users can access the